• Find your audience using the right media channel. Win hearts and minds and make your followers grow and grow and grow
• Make your website visible to more humans thanks to Search Engine Optimization (SEO) techniques
• Drive the right traffic to your website through smarter Pay-Per-Click (PPC) advertising
• Create compelling digital display campaigns
• Capture, segment and manage subscribers for fruitful email marketing campaigns
• Discover what works by measuring and optimizing social media campaigns. Then discover what works even better
• Leverage mobile marketing for a precision micro-targeting edge
• Create a cohesive digital marketing strategy for your business
• Take over the world

• Traditional marketers and marketing executives who want to play a bigger, sharper game
• Marketing managers and senior management
• IT managers
• Small business owners who may or may not want to stay small
• Career changers
• Entrepreneurs who want to be more entrepreneurial
• Graduates with no plans to wait around
• Whoever needs to create and apply a digital marketing strategy for their organization
• Anyone in marketing or business who wants to show the world what they can do

What’s it all about? How do you reach customers? How can traditional and digital media work together to create a water-tight campaign that speaks its truth across any and every channel? This module takes you through all the basics, helps you explore the buyer journey, and stays rooted in practice. The goal is always to keep things clear and actionable.

Principles of Digital Marketing

• Inbound and Outbound Strategies
• Digital Media Examples
• Traditional vs. Digital Marketing
• Principles of DMI’s 3i Methodology
• Digital Channels

Developing Objectives

• SMART Objectives

Digital Research

• Audience Research
• Social Listening Platforms
• Social Listening and Audience

Connecting with the Customer

• The Buyer’s Journey
• Five Marketing Functions
• 360 Digital Marketing Campaign
• Marketing Functions and Buyer Journey Stages
• Digital Marketing Concepts, Principles

Cultural Research

• Competitive Research Platforms and Tools
• Industry Trend Research
• Digital Research

Digital marketing is fascinating and powerful because it’s person-orientated, yet also data-driven – you get to engage with how people think and also see how and what they do. This module is about creating content that speaks to people, but also about sending it out into the big wide digital world at the right time and via the right channels. Best of all, you get the ability to see what works.

Content Marketing Concepts and Strategy

• Benefits of Content Marketing
• Qualities of Effective Content
• Types of Content
• Content Alignment with the Buyer’s Journey
• Community Management
• Content Marketing Strategy

Content Marketing Concepts and Strategy

• Social Listening
• Competitor Content Analysis
• Content Audit

Developing a Content Marketing Plan

• Content Marketing Goals
• Content/Business Goal Alignment
• Customer Personas
• Content Topics
• Content Calendar
• Content Management Systems

Creating and Curating Content

• Content Stakeholders
• Content Types and Formats
• Content Tools
• Content Creation and Curation
• Content Creation Best Practice
• Brand Components
• Content Personalization

It’s not just social media marketing it’s a big, warm, pleasurable social media experience for your audience. Your brand needs to ring loud and clear through all the right platforms and we’re going to show you how. Learn how to grow and engage a community around your offering. Give these people more to care about. Reach further with paid marketing and get deeper insights.

Key Social Platforms for Digital Marketing

• Benefits of Social Media Marketing
• Social Media Marketer Responsibilities
• The Buyer’s Journey Stages
• Influential Social Media Platforms
• Key Terminology

Growing and Engaging an Audience

• Community Techniques and Best Practices
• Content Sharing Best Practices
• Sharing Stories Best Practices
• Video Content Best Practices
• Hashtag Usage Best Practices
• Twitter Content Best Practices
• LinkedIn Content Best Practices
• Instagram Content Best Practices
• Snapchat Content Best Practices

Setting up a Social Media Experience for a Business

• Best Social Media Account Practices
• Facebook for a Business
• Twitter for a Business
• LinkedIn for a Business
• Instagram for a Business
• Snapchat for a Business

Creating and Optimizing Social Media Campaigns

• Campaign Set-up
• Facebook and Instagram Business Manager
• Twitter Ads Manager
• LinkedIn Campaign Manager
• Snapchat Ad Manager

Developing Data-Driven Audience and Campaign Insights

• Campaign Tools Analysis
• Facebook Tools and Analytics
• Twitter Tools and Analytics
• LinkedIn Tools and Analytics
• Instagram Tools and Analytics
• Snapchat Analytics and Campaigns

Pay-Per-Click campaigns using Google Ads, bid auctions, how to squeeze every drop of value out of paid search campaigns, the tracking of successful conversions, Google Analytics, and more – this is turbo-charged marketing practice with pinpoint precision.

Fundamentals of Paid Search

• Paid vs. Organic Search
• Customer Use of Search Engines
• Paid Search Benefits
• Elements of Paid Search Campaigns

Paid Search Campaign Creation with Google

• Google Ads Manager Account vs. Child Account
• Google Ads Best Practice
• Google Ads Account Elements
• Paid Search and SEO Keyword Research
• Google Ads and Paid Search Campaigns

Search Campaign Management

• Advertising Budget Management
• Google Ads Bidding
• Google Ads Bid Simulator Tool
• Optimize Paid Search Campaigns
• Google Ads Editor

Paid Search Campaign Measurement

• Paid Search KPIs
• Conversion Tracking
• Success Metrics
• Google Analytics Measurement
• Google Analytics and Search Console Reporting

YouTube. Because we have eyes to see. Learn how to set up, manage, analyze and optimize a channel worthy of much viewing. Also, release the sales power of Google Display Network and more. Visual is where it’s at.

Fundamentals of Display and Video Advertising

• Key Concepts, Benefits, and Value
• Key Advertising Platforms
• Advertising Buying Mechanisms
• Strategy Objectives

Creating and Managing a YouTube Channel

• Google Ads Manager Account vs. Child Account
• Google Ads Best Practice
• Google Ads Account Elements
• Paid Search and SEO Keyword Research
• Google Ads and Paid Search Campaigns

Measurement and Optimization

• Key Display Campaign Metrics
• Video Campaign Metrics
• Performance Analysis of Display Campaigns
• Performance Analysis of Video Campaigns
• Impact Performance Analysis
• Campaign Optimization

Creating Display and Video Campaigns

• Google Ads Display Ad Campaign
• Responsive and Non-responsive Ads
• YouTube Channel and Google Ads Linking
• Standard Video Ad Campaigns
• YouTube Ads

Targeting Display and Video Campaigns

• Targeting Types
• Audience Targeting
• Contextual Targeting
• Advanced Google Ads Features
• Configure Ad Exclusions
• Remarketing Options
• Bidding Strategy

Google Display Network and Video Ad Formats

• Google Display Network Campaign Types
• Ad Formats and Sizes

Are email lists still relevant? Oh yes. An email is a post sent to your virtual home address so it’s important - but do it right so that the email gets opened and starts your target on a click-through journey of discovery. Also, see how it can all be automated for max efficiency. And let’s not forget the all-important regulatory stuff.

Email Marketing Fundamentals

• Key Concepts
• Inbound Email Marketing
• Legislation and Regulations
• Key Strategy Principles
• Email Service Providers
• Contact Databases

Email Design

• Email Writing and Design
• The Buyer’s Journey Alignment
• Subject Lines
• Copy Essentials
• Design Best Practices
• Call-to-Actions (CTAs)
• Image Best Practices

Creating an Effective Email Campaign

• Email Campaign Creation
• Delivery Factors
• Delivery and Placement Challenges
• Campaign Management Best Practices

Connecting with the Customer

• Test Components
• A/B Testing
• Key Campaign Measurement Metrics
• Optimize Open and Click-Through Rates
• Mobile Optimization
• Bounce Rates and Unsubscribes Marketing Automation
• Benefits of Automation Tools
• Key Process Building Blocks

What makes a winning website? This module gives you the skills to create a simple, well-designed, optimized WordPress site that not only looks good but also delivers for your business – goals and solutions stay lined up, nice, and clear. Also, let’s get user-centric with best practice UX and go deep with data; activity tracking means insight - and insight is power.

Web Design and Website Optimization

• Website Optimization and SEO
• Optimization and Digital Marketing Strategy
• Design, Construction, Maintenance, and Optimization in a Marketing Context
• Key Components of Web Design

Publishing a Basic Website

• Website Hosting Options
• WordPress.org Setup
• WordPress Themes

Design Principles and Website

• Web Design Principles
• Mobile-First Design and SEO
• Copy Best Practice
• A/B Best Practice Testing

User-Centered Design and Website Optimization

• UX and UI Design, Benefits and Principles UX Assessment
• User Experience Improvement and User-Centered
• Design Methods
• Key Optimization Performance Factors Website Metrics and Developing Insight
• Website Monitoring
• Evaluation Tools
• Implement Monitoring and Optimization Best Practice

Be all-seeing, all-knowing. This module helps you unleash the awesome capability of data. Discover what your customer wants, likes, needs, and does. Go deep inside their journey so you can perfect their seamless path to purchase and beyond. This is not just great power, it is a superpower. And we also cover the legal stuff because with that thrilling, addictive power comes responsibility.

Measurement and Analysis

• Insight Types for Digital Marketers
• Analytics Tools for Data Collection, Measurement, and Analysis
• Google Analytics Benefits and Limitations
• Analytics Reporting Terminology
• Legal Requirements, Responsibilities, and Best Practice
• Creating and Configuring a Google Analytics Account
• Account Setup
• Tracking Code Installment
• Key Settings and Navigational Functions
• Account Settings and Filters
• Benefits and Risks of Sharing Access
• Linking Google Analytics and Other Tools Setting Goals with Google Analytics
• Setup Goals
• Match Website Activity to Goals
• Use Goal Funnels to Analyze Customer Conversion Journey

Web Analytics Fundamentals

• Insight Types for Digital Marketers
• Analytics Tools for Data Collection

Monitoring Campaigns with Google Analytics Reports

• Campaign Types
• Audience, Acquisition, Google Ads, Behavior,
• Events and Conversion Reports
• Multichannel Funnels Reporting
• Analyzing and Recording Google Analytics Data
• Track Traffic Changes in Real-Time
• Custom reporting, Annotations, and Custom Segments
• Standardized Data Process

We give you capability, influence, reach, data, insight and tools, tools, and more tools. But you still need solid objectives, otherwise, you are drunk on power, driving a high-performance sports car round and round in circles on your way to the corner shop. That’s why we tie it all together with a Strategy module. Have a big and clear vision of where you really want to go and make it actionable with budget, channel and media plans, Key Performance Indicators, and more.

Setting Strategy Objectives and KPIs

• Common Business Objectives and Campaign Expectations
• Identify and Distinguish KPIs
• Past Performance and Industry Benchmarks for Forecasting
• Regular Performance Reviews Digital Strategy Research
• Key Research Activities
• Research Mapping
• Strong Research vs. Potentially False Reports
• Owned, Accessed, and Desk Research
• Audit Factors
• Audience and Competitor Research
• Social Listening Study
• Creative vs. Media Brief

Developing a Creative Strategy

• Key Creative Strategy Ingredients
• Maximize and Repurpose Creative Output
• Content Strategy Elements
• Creative Format Specifications

Digital Strategy Fundamentals

• Core Digital Marketing Strategy Components
• Strategy Purpose
• Strategy for plan communication
• Digital Marketing and Digital Media
• Resource Mapping
• Budget Planning
• ROI and Success Metrics

Executing a Digital Marketing Strategy

• Strategy Objectives
• Optimize Channel and Budget Mix
• Media Planning for Paid Channels
• Key Campaign Components

Communicating a Digital Marketing Strategy

• Stakeholder Communication Tools
• Digital Marketing Strategy Best Practice